Imported beauty and skincare products continue to dominate retail shelves across South Africa, as demand for scientifically backed skincare drives one of the country’s fastest-growing consumer sectors.
New data from the Observatory of Economic Complexity shows that international brands account for roughly 90% of beauty and skincare sales in the country, highlighting the strong influence of imported products from markets such as Italy, France, Poland, and the United States.
This dominance comes despite the gradual expansion of South Africa’s local beauty manufacturing industry.
According to Euromonitor International, the country’s beauty market grew by 7% year on year in 2024, reaching $3.9 billion — equivalent to more than R65 billion at current exchange rates.
The sector’s growth significantly outpaced South Africa’s economic expansion during the same period, when GDP increased by just 0.6%.
H3: younger consumers driving rapid category expansion
Industry analysts say younger, digitally informed consumers are playing a major role in reshaping the market.
Nick Hunt, General Manager at Retail Therapy Strategic Consulting, said South Africa’s skincare segment is expected to expand from nearly R14 billion in 2025 to close to R21 billion by 2031.
He noted that growth is being driven less by advertising and more by product efficacy and consumer education.
A recent survey of 7,000 South African Gen Z consumers found that skincare remains the leading beauty category, with 94% purchasing skincare products and 57% buying beauty items directly through social media channels.
This shift reflects a generation that increasingly researches ingredients, product reviews, and dermatologist-backed formulations before purchasing.
H3: ingredient-focused skincare reshaping retail strategy
The rise of dermocosmetics — products positioned between dermatology and cosmetics — is also changing consumer expectations.
Globally, the dermocosmetics market was valued at $47.91 billion in 2025, and McKinsey & Company projects that skincare could account for around 40% of the global beauty industry by 2030.
Ingredients such as salicylic acid, retinol, and niacinamide remain among the most searched skincare terms online, reflecting growing ingredient literacy among consumers.
Retail experts say South African shoppers are now approaching skincare in much the same way they approach health products: with scrutiny, scepticism, and a demand for clinically supported claims.
This trend is prompting retailers to rethink merchandising strategies.
Rather than organising shelves by brand alone, experts argue that products should increasingly be grouped according to skin concerns such as acne, pigmentation, and sun damage.
Companies that combine scientific credibility with transparent consumer communication are expected to define the sector’s next decade of growth.
Source: mybroadband
